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The Do’s & Don’ts Of Getting Media Coverage

My favorite magazine, and one my favorite people, Lisa Picarelle – editor/publisher, wrote a great blog the other day about the do’s and dont’s of how to how to get coverage of your company in her magazine.


This is powerful information that applies, I think, to all media, not just magazines. On getting coverage in Revenue Magazine.

The most common question asked of me is, “when are you going to write an article about my company/product/service/me?” I must have heard that inquiry at least 100 times during the recent Affiliate Summit in Miami.

My very frank answer is usually “never” since we don’t do stories on specific companies. Instead Revenue covers broad ranging industry issues and timely topics. This response usually is met with a look of shock – sometimes outrage – but mostly shock and disappointment.

If you take away anything from this blog, here’s the most important thing to remember: Being an advertiser with the publication does not entitle you or your company to editorial coverage or in any way influence our editorial decision-making process. Revenue adheres to strict policies that separate advertising and editorial.

Lisa then goes into detailed “do’s and don’ts”. Powerful, informative stuff. A must-read.

The Don’ts

*Don’t contact (email/call/fax) the editorial department and demand they write about you or your company because you advertise with Revenue. That makes absolutely no difference to the editorial folks. In fact, it just irritates them.

*Don’t propose a story that focuses only on your company and why it’s so great/different/unique. We don’t write those types of stories.

*Don’t contact the editorial department and volunteer to write an article. We do not accept story submissions. We only use professional, full-time journalists to help ensure the objectivity of our stories.

*Don’t propose yourself or your boss or a colleague as a columnist. We currently have five permanent columnists (and one rotating one) and they are not going away anytime soon. Nor are we planning to upset our editorial balance of features and opinion by adding more opinion columns.

*Don’t call an editor to follow up on a press release you sent. That is the fastest way to have your information go straight to the trash pile or have the delete key used on your email. If something is interesting to an editor, you’ll hear back from them. They are always on the lookout for new ideas. Often your emails are filed away for future stories. Be patient.

The Do’s

*Do propose yourself as an expert in a particular field or on specific issues. When we write about those topics you may get a call. Also, it’s much better for your company’s reputation to have you quoted and ultimately seen as an expert or industry leader.

*Do subscribe to our monthly newsletter. That’s where we inform you about stories we’re working on and invite you to contact our editor about a particular feature so we might get in touch with you and possibly include your comments as we begin researching and writing our articles. This is the best way to get included in a story!! You can also check out the “what we are working on” link on our website.

*Do save the self-promotional/public-relations-type quotes for your press releases. If a Revenue writer contacts you and you use the interview time as a promotion for your own company rather than discussing the broader issues, it’s likely your quotes will not make it into the final story.

*Do offer to provide tips (rumors/gossip/hot news) about the industry. Nothing warms the heart of a journalist like getting a scoop. It also helps promote you as someone in the know and that means that next time there is a big story, you are likely to get a call since you’ve established yourself as an industry insider.

*Do propose story ideas that are broader than your company. For example, sending an email saying that you’ve noticed specific trends or market shifts is very interesting to our editorial staff. And, since you highlighted that trend, you’re most likely to get the first call. Of course, don’t be upset that your competitors are also likely to be interviewed. That’s how we get a comprehensive picture of what’s happening when developing a story.

*Do know some basics about the magazine before contacting an editor. We are bi-monthly so our editorial team is working on stories months in advance of the publication date. That means calling on a Friday and asking us to write a news story about a product or service that will come out Monday is not going to happen. It’s also not the nature and mission of the magazine.

*Do have a story to tell and be prepared. It’s much more compelling if you can provide proof (research, stats, ROI numbers, conversion figures, etc.) to back up any claims you are making. Also, it adds credibility to have a client reference. If Wal-Mart, Target, Dell or any third-party company uses your products or services and are willing to talk about their experience – that is great. Whatever they say will carry more weight with editors since you are paid to say good things about your company and they are not.

*Do keep in mind deadlines. Editors are often working on multiple issues of the magazine simultaneously and don’t have time simply to meet and greet or have introductory lunches or dinners. Usually, when editors speak with you it’s for a specific story since their time and resources are extremely limited.

Listen to what Lisa is saying. You just might find yourself getting more coverage for your company across the board.

Any other journalists out there want to chime in on this?

Not Doing Video Online Yet? What Are You Waiting For?

Perhaps you need some convincing yet still? Ok, let’s try to jam a few things into your brain from a NewYorkTimes article today. I’ll pull out the points that need to stick in your head.

But most of YouTube’s licensing deals have been done quietly. It says it has firmed up more than 1,000 partnerships with content owners ranging from the Sundance Channel to small independent video producers.

Are you hearing what they are saying here? Small independent video producers are/could be you. Case in point, they specifically mention, a home-improvement site built by Tim Carter. ATB isn’t a giant media company. ATB isn’t a huge corporation. ATB is Tim doing videos out of his home that help people.

Advertisers want that.

“We are creating channels on YouTube for each of these content owners,” said Jordan Hoffner, the head of premium and information content partnerships. “Those who do deals with us will have an opportunity for monetization.”

Let me translate this for you. “Video is the future and those who produce videos will make a crap-load of money.”

Have you started doing videos yet? Why not?

Here’s a good resource to check out. The top Internet gurus are uploading their videos in one place for the world to see, all for free. Visit the Making Money Online video channel. Got a video? Upload it for free!

5 Reasons Why BumpZee Will Be The Next Digg, But Even Bigger

Digg may have been the best “user driven social content website” out there, but not anymore. BumpZee, a new, innovative and unique community/tool built by Scott Jangro, is better than Digg, on may levels. In fact, BumpZee might be better than Digg, Techmeme, MyBlogLog and many others, combined.

Don’t believe it? Here’s 5 reasons why BumpZee is better, and why BumpZee will blaze a trail as a pioneer of successful web 2.0 mashups.

Note: BumpZee is currently beta testing with only one community focused on the affiliate marketing industry.


#5 Reason BumpZee Is Better Than Digg
BumpZee is more than “bumping”, Digg is not. All you can do on Digg is submit and/or “digg” stories. Sure, BumpZee does that too, called “bumps”, but that’s only a small part of the core functionality in BumpZee. In all reality, that simple functionality is about all there really is to Digg.

BumpZee is so much more. Specifically, BumpZee combines…

  • the functionality of a feed reader (Google Reader)
  • a meme/blog tracker (Techmeme/Technorati)
  • a user content aggregator (Digg)
  • and publisher (Blogger)
  • as well as a community/social network (MyBlogLog)
  • all in one tight little fun package

    #4 Reason BumpZee Is Better Than Digg
    BumpZee is new, so it’s not gamed, Digg is (documented). In BumpZee, the community polices itself. How? Users can not only bump entries they think are worthwhile, they are encouraged to dump ones that are not.


    #3 Reason BumpZee Is Better Than Digg
    BumpZee is professional, Digg is not. Since the BumpZee community is built from extraneous blogs that feed it, and because it polices itself, it is so far absent of massive amounts of unprofessional users looking to yell “lame” or “sucks” to every piece of content that isn’t about Apple or the iPhone or Bill Gates sucking “d00d”!

    Instead, it maintains a useful and friendly tone and provides an helpful experience to each user. Doesn’t matter if they are participants, or just readers. They all can enjoy.


    #2 Reason BumpZee Is Better Than Digg
    BumpZee solves problems for the busy professional. Digg is just a time waster. When you visit BumpZee, you are able to do so many things at once, like track conversations, bump stories, learn about new blogs in your industry, meet new people, and even participate in creating your own blog listing (if you don’t have a blog of your own), and much, much more.


    The ability to do so many things within one place, amongst your niche group of industry peers makes BumpZee an invaluable tool and time saving, problem solving application.

    bz_recent.png#1 Reason BumpZee Is Better Than Digg
    BumpZee has widgets that are actually easy to use, easy to setup and are actually useful. Digg widgets aren’t very robust and are hard to implement, and their core usefullness can be questioned.

    In fact, if you take a deeper look at the BumpZee widget page, you’ll see that there is an actual WordPress plugin design and distributed for download to anyone’s blog, as well as some easy to copy/paste code to get the widget on your blog.

    Summary: BumpZee Is The Future – Mashups Will Win
    You have to hand it to Scott Jangro, the creator of BumpZee. His vision has mashed up the very best pieces of social media and user generated content communities and tools, and put them all together into a fun, and extremely useful utility.

    Once this launches in more verticals besides affiliate marketing, I predict it will become bigger than Digg, and faster. It’s just that good.

    Go ahead, you tell me what’s better?

  • Introducing: Ask The

    For years now I’ve struggled with recommending tools, services or guides that I liked because I always worked for a company in a brand management type of role. That meant that I was unable to endorse Internet related products.

    Sure, I could pass recommendations to friends and colleagues, but that was about it. Until now. I’ve recently launched my latest website called from Jim Kukral is built for me to answer questions from anyone about anything Internet related. It doesn’t have to be blogging either. I’m most qualified to answer questions about anything related to making money online. ATB is also built to showcase my personal recommendations.

    Let me give a HUGE shout out to the master Dave Taylor who has been running for years and years and has been a huge inspiration to me. I know Dave will appreciate that imitiation is the best type of flattery, and as anyone can see, I’m not delving into his world of tech at all. ATB is totally different.

    I should also mention Tim Carter at who has also made a huge impact on the way I work. Tim is THE master, and will one day go down as one of the pioneers in online monetization.

    Quit Your Day JobWhat’s Different or Special About

    When I set out to build, I wanted to make it different and better. So I have been working on taking what I’ve learned over the years from blogging and online marketing and combining them together.


    1. I’m hoping to solve problems for people. The best blogs or sites solve problems.

    2. I’m writing it very conversational and direct from my voice as to keep it “bloggy”

    3. I’m only recommending things that I’ve actually used, or that actually work. No snake oil here.

    4. I’m adding a very personal touch to every blog entry. That means a custom recommendation graphic and I will be adding a custom video to each blog entry as well coming next week. You can view a sample of how one of these videos will look here in this question.

    I hope you enjoy the site and maybe even find it inspiring. As always, contact me anytime (contact info on right).

    Oh yeah, and do you have a question for the blogger? Ask away!

    Cleveland Internet & Marketing Gurus Know How To Deliver The Goods

    You know, I always thought I was the only Internet marketing geek here in Cleveland. Not true, over the past year or so I’ve begun to find out that many talented Cleveland people are also pushing the envelope of web technology and creative marketing ideas. Here’s mashup of a few finds just from this week alone.

    turtle-small2.jpgCleveland’s own recruiting/HR blogging expert, Joel Cheeseman has just been featured in the Wall Street Journal.

    “I can work in my pajamas and set my own hours,” says Joel Cheesman, author of, a blog about the recruiting industry. Notes Mr. Layne, who has worked at Wonkette for two years and generally acts as his own editor: “I get to be a national political columnist and comedy writer.”

    Sage Lewis of has been sneakily doing a new video blog called, where he films himself talking about web marketing every day and broadcasts it for the world to see. This is amazing stuff Sage, and a great initiative. Here’s a sample video of Sage talking about the Overture keyword search tool. Very informative.

    Greg H. has started a new blog called Awesome concept.

    I’ve decided to focus my efforts on a specific part of our industry: Social Media Optimization. Though most all of us deal in some way or another with various forms of marketing on the internet, I’ve decided to go where I’m unnaturally called… the land of MySpace, YouTube, Digg and beyond to see where it is the rest of us can fall into place.

    Clevelander’s, or shall we say, North East Ohioans to be more general, are on top of the game. I’m going to have to step it up to keep up the pace.

    The Young & The Internet – A Lesson For Us Old Folks

    New York Magazine has a revealing look into the new world of being public online. Long piece, but definitely worth the read. It’s called ‘Say Everything’.

      As younger people reveal their private lives on the Internet, the older generation looks on with alarm and misapprehension not seen since the early days of rock and roll. The future belongs to the uninhibited.


    Why is this story good? Because it gives us a look inside the minds of the next generation and how they deal with today’s media society. I’m 35-years-old, and I feel old when I read this story, even though I’m an online veteran. A few highlights…

      But maybe it’s a cheap shot to talk about reality television and Paris Hilton. Because what we’re discussing is something more radical if only because it is more ordinary: the fact that we are in the sticky center of a vast psychological experiment, one that’s only just begun to show results. More young people are putting more personal information out in public than any older person ever would—and yet they seem mysteriously healthy and normal, save for an entirely different definition of privacy. From their perspective, it’s the extreme caution of the earlier generation that’s the narcissistic thing. Or, as Kitty put it to me, “Why not? What’s the worst that’s going to happen? Twenty years down the road, someone’s gonna find your picture? Just make sure it’s a great picture.”

      And after all, there is another way to look at this shift. Younger people, one could point out, are the only ones for whom it seems to have sunk in that the idea of a truly private life is already an illusion. Every street in New York has a surveillance camera. Each time you swipe your debit card at Duane Reade or use your MetroCard, that transaction is tracked. Your employer owns your e-mails. The NSA owns your phone calls. Your life is being lived in public whether you choose to acknowledge it or not.

      So it may be time to consider the possibility that young people who behave as if privacy doesn’t exist are actually the sane people, not the insane ones. For someone like me, who grew up sealing my diary with a literal lock, this may be tough to accept. But under current circumstances, a defiant belief in holding things close to your chest might not be high-minded. It might be an artifact—quaint and naïve, like a determined faith that virginity keeps ladies pure. Or at least that might be true for someone who has grown up “putting themselves out there” and found that the benefits of being transparent make the risks worth it.

    More coverage at Techmeme.

    The Cheeze Comes To My Radio Show Today @ 1pm

    Today’s guest (@ 1pm EST, please call in! (646) 915-9539) on Free Online Marketing Ideas Radio Show is Joel Cheesman, award-winning blogger and fellow Clevelander, and yes, creative online marketer. Joel and I will be talking about a few of his projects, as well as a very interesting story about Joel auctioning himself off on eBay.


    Cheezhead author Joel Cheesman, president of HRSEO and Oaseo, is one of the most widely-read bloggers on emerging recruitment issues in the world. He was the recipient of’s Best Technology Recruitment Blog for 2005 and received Best Recruiting Blog in 2007. He has been featured in Fast Company magazine and its blog under FC Reads, as well as NewsNow, Workforce Management, AIRS and Crain’s Business.

    Joel’s blog is a daily chronicle of how the Internet and technology are shaping human resources and how organizations can attract the talent needed to thrive in tomorrow’s economy. As an employee and insider of some of America’s biggest online job sites since 1997, Joel founded HRSEO to help employers and companies in the recruitment space move to a world where search engines deliver high quality and cost-effective traffic.

    Video About Joel

    Joel Cheesman Interview

    Add to My Profile | More Videos

    Ten Online Marketing Mistakes and How to Avoid Them

    Turns out a podcast I did with Small Business Trends Radio last year made the top 10 list for the year! Here’s a direct link to my podcast and info page. It was entitled ‘Ten Online Marketing Mistakes and How to Avoid Them.’ View entire list here.

    I was podcasted on Small Business Trends Radio

    In this edition of the Small Business Trends Radio show, host Anita Campbell has as her guest in this conversation, internet marketing guru, Jim Kukral of Jim makes his living helping others be successful with online marketing.

    This conversation is terrific because whatever your experience level, there is valuable information and advice for you. Jim starts off with defining and discussing some commonly used terms like: Email Marketing, Blogging, Search Engine Marketing and Affiliate Marketing.

    Then he moves into the Top 10 Online Marketing Mistakes list — done in David Letterman style. Let me share with you a few of the Top 10. Keep in mind he provides much more than the listed items, but also details behind why they are mistakes and how to do it right.

    Free Online Marketing Ideas Radio Show Recap – January 2, 2007

    I just wrapped my first radio show of 2007, making this the 4th show so far. You can listen to the latest show here on my Blogtalkradio host page.


    Not much to tell about today’s show. No callers yet again, but my stats showed at least 10 live listeners. C’mon people, call in and get your free stuff!

    A reminder, the show is on every Tuesday at 1pm est. Please call me! hehe.